SYSTEMS AND METHODS FOR DETERMINING COMPETITIVE MARKET VALUES OF AN AD IMPRESSION
First Claim
1. A method for determining fair market value bids for an ad impression, the method comprising:
- (a) receiving, by an engine executing on a device, a candidate set of inputs associated with an ad impression and a specified ad campaign;
(b) determining, by the engine based on the candidate set of inputs, that a statistically valid prediction can be made of a fair market value for the ad impression; and
(c) generating, by the engine responsive to the determination, a set of predicted fair market value bids for the ad impression in the context of the ad campaign.
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Abstract
The present disclosure is directed to methods and systems for determining competitive market values for an ad impression on an advertiser exchange. An engine executing on a device may receive a candidate set of inputs associated with ad impressions. The engine may determine competitive market values for an ad impression on an advertiser exchange. The engine may determine candidate clearing prices based on the candidate set of inputs and history of clearing prices on the advertiser exchange. The engine may generate, based on the candidate clearing prices, a competitive market value prediction for the ad impression on the advertiser exchange. The competitive market value prediction may comprise a distribution function of predicted clearing prices on the advertiser exchange. The engine may generate, based on the competitive market value prediction, a fair market value bid for the ad impression in the context of a specific ad campaign.
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Citations
20 Claims
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1. A method for determining fair market value bids for an ad impression, the method comprising:
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(a) receiving, by an engine executing on a device, a candidate set of inputs associated with an ad impression and a specified ad campaign; (b) determining, by the engine based on the candidate set of inputs, that a statistically valid prediction can be made of a fair market value for the ad impression; and (c) generating, by the engine responsive to the determination, a set of predicted fair market value bids for the ad impression in the context of the ad campaign. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A method for determining competitive market values for an ad impression on an advertiser exchange, the method comprising:
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(a) receiving, by an engine executing on a device, a candidate set of inputs associated with ad impressions, the engine determining competitive market values for an ad impression on an advertiser exchange; (b) determining, by the engine, candidate clearing prices based on the candidate set of inputs and history of clearing prices on the advertiser exchange; and (c) generating, by the engine based on the candidate clearing prices, a competitive market value prediction for the ad impression on the advertiser exchange, the competitive market value prediction comprising a distribution function of predicted clearing prices on the advertiser exchange. - View Dependent Claims (9, 10, 11, 12, 13)
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14. A method for managing aggressiveness of bidding based on fair market value and competitive market value of an ad impression, the method comprising:
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(a) receiving, by a bidder, identification of a bid aggressiveness value on a predetermined bid aggressiveness scale; (b) scaling a fair market value generated for an ad impression with a predetermined scaling factor; (c) determining, by the bidder, whether the scaled fair market value is greater than a competitive market value for the ad impression corresponding to the bid aggressiveness value received by the bidder. - View Dependent Claims (15, 16, 17, 18, 19, 20)
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Specification